Barbarian and Samsung Team Up for Creative Collaboration – Fine Art Everyday Collection

Here is an interesting story around the digitization of art or using branded content as a medium to make art more accessible.

If you’re not familiar, Samsung’s Frame TV is a TV that transforms into a work of art when it’s turned off (see here). To bring attention to Samsung’s Fine Art Everyday collection, which is a collection of artwork available to Frame TV users, Samsung tapped Barbarian for a digital campaign to showcase that art is accessible. Barbarian used branded content as the medium for this campaign, creating two 1-minute docu-style films that follow two artists — Jonas Bendiksen and David Alan Harvey — from world renowned photography company, Magnum Photos, whose work is featured within the collection. In the films, Barbarian created a compelling narrative around how the artists find beauty and inspiration in the world around them every day, proving that art is not intimidating or unattainable, but instead can be something people can easily enjoy via Samsung's technology.

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Samsung has today announced the launch of its global “TV Is Making History Again” campaign to celebrate the newly released QLED 8K TV, created in partnership with adam&eveNYC

The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago. A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world. This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full color, on the new Samsung QLED 8K TV.

As part of the campaign, Samsung has partnered with Statement Films and CNN on the “Apollo 11” documentary. This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters. As part of the partnership, the :60 spot will also air within CNN’s broadcast premiere of the documentary.

“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America. “As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”

David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before . Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”

In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly, and a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.